Social Networks Optimization

Abusing Web 2.0 For Our Own Good

לירן זילכהמנכ"ל משותף

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Slide ShareThis presentation is going to be on

http://www.slideshare.net/vzilka/presentations

Mark Your Target

http://www.youtube.com/watch?v=UauYLmBXNuw

What Can We AchieveJob offersAcquiring customersJob securityRenew old connections

What Is Social Networking

What Is Social NetworkingWikipedia:

A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, sexual relationships, kinship, dislike, conflict or trade.

???Let’s start with talking on Web2.0

Web2.0Wikipedia:

"Web 2.0" refers to what is perceived as a second generation of web development and web design. It is characterized as facilitating communication, information sharing,interoperability, User-centered design and collaboration on the World Wide Web. It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.

Web2.0 Everyone associates it with Tim O’reillyNext slides are taken from

http://oreilly.com/web2/archive/what-is-web-20.html

Web 2.0 By ExampleWeb 1.0 Web 2.0

DoubleClick Google AdSense

Ofoto Flickr

Akamai BitTorrent

Mp3.com Napster

Britannica Online Wikipedia

Personal websites Blogging

Evite Upcoming.org and EVDB

Domain name speculation Search engine optimization

Page views Cost per click

Screen scraping Web services

Publishing Participation

Content management systems (CMS) Wikis

Directories (taxonomy) Tagging (folksonomy)

Stickiness Syndication

Web 2.0 TopicsWeb as a platformHarnessing collective intelligenceData is the next Intel InsideEnd of the software release cycleLightweight programming modelsSoftware above the level of a single

deviceRich user experiences

Web as a PlatformNetscape vs. Google

Web 2.0 Design PatternsThe Long Tail

◦Small sites make up the bulk of the internet's content; narrow niches make up the bulk of

internet's the possible applications. Therefore: Leverage customer-self service and algorithmic

data management to reach out to the entire web, to the edges and not just the center, to

the long tail and not just the head.

http://www.thelongtail.com/the_long_tail/2005/10/web_20_and_the_.html

Web 2.0 Design PatternsData is the Next Intel Inside

◦Applications are increasingly data-driven. Therefore: For competitive advantage, seek to own a unique, hard-to-recreate source of data.

Web 2.0 Design PatternsUsers Add Value

◦The key to competitive advantage in internet applications is the extent to which users add

their own data to that which you provide. Therefore: Don't restrict your "architecture of

participation" to software development. Involve your users both implicitly and explicitly in

adding value to your application.

Web 2.0 Design PatternsNetwork Effects by Default

◦Only a small percentage of users will go to the trouble of adding value to your application.

Therefore: Set inclusive defaults for aggregating user data as a side-effect of their

use of the application.

Web 2.0 Design PatternsSome Rights Reserved

◦Intellectual property protection limits re-use and prevents experimentation. Therefore:

When benefits come from collective adoption, not private restriction, make sure that barriers to adoption are low. Follow existing standards,

and use licenses with as few restrictions as possible. Design for "hackability" and

"remixability".

Web 2.0 Design PatternsThe Perpetual Beta

◦When devices and programs are connected to the internet, applications are no longer

software artifacts, they are ongoing services. Therefore: Don't package up new features into monolithic releases, but instead add them on a

regular basis as part of the normal user experience. Engage your users as real-time

testers, and instrument the service so that you know how people use the new features.

Web 2.0 Design PatternsCooperate, Don't Control

◦Web 2.0 applications are built of a network of cooperating data services. Therefore: Offer web

services interfaces and content syndication, and re-use the data services of others. Support lightweight programming models that allow for

loosely-coupled systems.

Web 2.0 Design PatternsSoftware Above the Level of a Single

Device ◦The PC is no longer the only access device for

internet applications, and applications that are limited to a single device are less valuable than

those that are connected. Therefore: Design your application from the get-go to integrate

services across handheld devices, PCs, and internet servers.

The New Yorker, July 1993 The New Yorker, September 2005

We blogSomething has changed in the Web during this

decade of online history… At the beginning it was all about being online; now it’s about

socializing the online environment.

We Media - The citizen’s assault to Main-Stream-Media

Participatory journalism is living its renaissance powered by the “credibility crackdown” of traditional media (MSM) and

it’s reaching its own “technology perfection” through this new social media that are blogs, and that “vigorous

communication subspace”, emerging within the Web itself, that is the Blogosphere.

Wikis: the ultimate collaboration toolA wiki is a web application that allows users to

add content, as on an Internet forum, but also allows others (often completely unrestricted) to

edit the content. The term Wiki also refers to the collaborative software used to create such a

website. In essence, the wiki is a vast simplification of the process of creating HTML

pages, and thus is a very effective way to exchange information through collaborative

effort. (Wikipedia)

Social SoftwareSocial Networking

◦Keeping your contacts online trough a web interface with a useful representation of them.

Social Calendaring◦Shared agendas for events arrangement and meetings

planning.Social Bookmarking

◦Your links and references to different kinds of resources live online.

Social Tagging (Folksonomies)◦An unintentional, collective effort of categorizing the Web, with

added social significance.Socialware

◦del.icio.us, de.lirio.us, BlogMarks, Wists, LinkedIn, eConozco, Orkut, 43Things, flickr... always in “permanent beta”, offering

open APIs and keeping certain level of ‘hackability’ as an enabler for improving USER INNOVATION.

Which Social Networks Are There

Feb-09

http://tinyurl.com/bfs5b6

Vertical Social NetworksSOA (by IBM)

◦http://www.soasocial.com/Oracle

◦Mix - https://mix.oracle.com/◦Oracle Week - http://oracleweek.ning.com/

And Now For Something Completely Different

http://www.youtube.com/watch?v=u0WOIwlXE9g

Blogs

What Are BlogsWikipedia:

A blog (a contraction of the term "weblog“) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Rules For Successful BloggersWrite from the heartBe insanely usefulKeep the reader’s problems in mindDon’t just write about yourselfInteract with readersGive them a reason to come backWrite catchy headlinesOn social mediaGuest postingReveal yourselfDon’t be afraid to try new thingsFocus on the essential

Useful Blogging ToolsBlogging search engine

◦Google Blog Search◦Technorati

RSS◦FeedReader◦Outlook

Social network on a site◦Google Friend Connect

http://www.youtube.com/watch?v=N94s7ix0JPo

Useful Blogging ToolsBlog tools

◦http://tinyurl.com/6dsnnt ◦http://tinyurl.com/l7d7c

What Not To SayRemember Jessica Cutler

For short◦Don’t talk about customers◦Don’t talk about managers◦Don’t talk about co-workers◦Don’t talk about partners

http://en.wikipedia.org/wiki/Jessica_Cutler

Facebook

What Is FacebookWikipedia:

Facebook is a free-access social networking website that is operated and privately owned by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves.

Facebook StoriesMI6Sexual harassment trial

Facebook MarketingCompare Target and Walmart marketing

on facebook (2007)

http://tinyurl.com/yp42s7

Target Marketing On FacebookAdjust Message to for Audience:Pay attention to what is being saidTalk Like Your AudienceConverse Don’t ShoutResults:

◦By Sept. 31, the site had attracted 7,176 members, 409 photos, 483 posts and hosted 37 discussion groups. Most of the feedback was positive and discussed good deals to be had in Target’s brick-and-mortar stores, from which had coffee shops to which had shorter lines, and gave kudos to the dollar bins of discounted merchandise.

Walmart Marketing On Facebook

Restrict comments and feedbackStray from your coreResults

◦Only 2000 members

Joining FacebookNo really, can you not have a facebook

account already?Just join at www.facebook.comBrowse with your mobile phoneAdd some friendsNow use the Find Friends application to

search for more friends◦And from now on – you won’t have a minute of

production your entire lifeAdd new applications

Facebook TipsInclude a photo of yourselfIncorporate TwitterPost Links of InterestFill Out Your Profile InfoChange Your Privacy SettingsFriend People; Don’t Sell Them StuffFriend with PrivacyCalm Down When It Comes to ApplicationsBow Down to the Coolness of the Timeline

and Feed

Linked In

What Is LinkedinWikipedia:

LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of May 2009, it had more than 40 million registered users, spanning 170 industries.

DemoSay a company name – and let’s find a

reference in that companyKnowing your competitor customers

Success StoryFind a job

◦http://tinyurl.com/nt62ce

Joining LinkedinCreate a profileAdd some friendsUse Linkedin Toolbar to identify friends

from OutlookWrite recommendations on people – and

ask them to recommend you!Join groups

Twitter

What Is TwitterA micro-blogging service

◦Taber?Actually, it’s:

◦make high-pitched sounds, as of birdsWikipedia:

◦Twitter is a free social networking and micro-blogging service that enables its users to send and read each others' updates, known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the author's profile page and delivered to other users - known as followers - who have subscribed to them. 

Success Stories@BarackObamaNaked pizza

◦http://tinyurl.com/lmmbo6 Dell

◦http://twitter.com/dellOutlet

TrendsIran electionsJeff Goldblum is dead

◦http://johnskelton.blogspot.com/2009/06/great-jeff-goldblum-twitter-hoax.html

The Best Success Story

http://twitpic.com/2bj58

Israeli Stories@yosit

◦Search engine http://www.facebook.com/yosi.taguri?v=feed&stor

y_fbid=208785855602◦Mortgage

http://twitter.com/yosit/status/1921810565

Israeli Stories – Cont’@Shidury vs. ynet

Twitter TerminologyFollower

◦Someone who gets all your public tweetsTweet

◦Send a message to the worldRT

◦Reply to a messageDirect

◦Send a direct tweet to a follower. Only he can see it.Retweet

◦Resending a tweet you got to all your followersFavorites

◦Tweets you like

Twitter ToolsMobile

◦I use jibjib – only because it’s freeDesktop

◦I use twhirl – and it’s good!Web

◦Twitpic◦Topify

Running An Interesting Twit Account

Tweet about anythingTweet allotFollow many If someone follows you – follow himDon’t say

◦I’m bored◦Nothing to do◦Long day at the office

Say◦Interesting links◦Life’s little anecdotes

Rules Of TwitterDon’t say – “I’m home alone” on Twitter

And Now For Something Completely Different

http://www.youtube.com/watch?v=PN2HAroA12w

The Final Cut

Know The RulesJeremiah Owyang

◦Just like going to a cocktail party, the savvy attendee will know how to dress and won’t jump into any conversations before understanding the context

So, How Do I Sell Myself?!?Know the rulesChoose your networks wellInvest timeDon’t be shy

Choose Your NetworksWhat is your goal?

◦Business? Pleasure? Getting friends? Business – Linkedin Fun – MySpace, Facebook

Where are your friends◦Nobody in Israel is using Hi5

Invest TimeHow much? The more the merrierInvest in your profileImage increases your chance“Live” in your social network

◦Write on walls◦Twit◦Add friends◦Join groups◦Post blogs

Don’t Be ShyIsraeli Hutzpa

◦Asking an IBM VP to give a lecture in Israel ;-) Most people accept friendships

◦Denying is rude

What To Do Now

Where To StartAgain – what do you want to do?Choose network:

◦Friends – use Facebook◦Business – use Linkedin◦Use twitter

Blog◦I use blogger.com – but there are tons of sites

Know your target audience◦Blogger.com or The Marker Café?

Where To StartGet as many friends as you can

◦I will accept any invitation, on any networkSee what other people are doing before

you start◦What twits to write◦Ret

Aluna חברת Aluna היא חברת ייעוץ ופרוייקטים מובילה וחברה בת של

מטריקס. בחברה עשרות מומחים טכנולוגיים בתחום ה Java/JavaEE שמסייעים לחברות וארגונים בארכיטקטורה, בחירת

טכנולוגיות, עיצוב, פיתוח, תמיכה והתקנה של מערכות ואפליקציות Java/JavaEE  .מורכבות

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שנדרשים לפתח סביבה, לשפר את ביצועייה ולתמוך בה. לשורותיהם.Javaכל החברות והארגונים שמגייסים מפתחי ◦ Legacyחברות וארגונים שמעוניינים להסב את המערכות שלהם מסביבת ◦

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